Close-the-Gap Retention Strategy

Challenge

Improve retention among active donors (0-12 months) — especially at higher giving amounts — whose renewal was lagging in CY25.

Solution

Implement targeted copy in the December I Renewal Holiday Greetings Card for active donors whose CY25 YTD giving was less than their CY24 total giving — that is, those donors who had a “giving gap” to close. (These audiences are designated as “WITH gap” in the chart at the bottom.)

Results

The chart below compares the performance among audience segments with and without a giving gap. For those audience segments with a giving gap, the percentage of donors who closed the gap increased as the audience-segment giving levels increased, showing that this tactic was successful for all active donors, and especially for those giving higher amounts.